Figure 2.
The plot presents creativity advertising on the horizontal axis, financial well-being on the depth axis, and online impulse buying on the vertical axis. A colour scale ranges from about negative 3.5 to positive 3.5. The surface rises as creativity advertising increases and declines as creativity advertising decreases. Three annotated points indicate low F W B, beta 1.298, moderate F W B, beta 1.476, and high F W B, beta 1.787. The highest response occurs at high creativity advertising and high financial well-being, while the lowest response occurs at low creativity advertising and low financial well-being.Interaction effect of creative advertising and financial well-being (FWB) on online impulse buying
Note(s): Slopes are plotted at three levels of FWB: low (−1 SD), moderate (Mean) and high (+1 SD). All slopes are statistically significant at p < 0.001. The steeper gradient at high FWB indicates a stronger stimulus–response relationship, supporting the S–O–R framework, where β represents the standardized regression coefficient. The effect of financial well-being is cumulative and continuous; as the consumer’s financial situation improves, their responsiveness to creative advertisements increases gradually and steadily